The ethics of means and ends in persuasion
In assessing the ethicality of persuasive activities, we need to look both at the means of persuasion (the techniques used) and the ends (the results sought). Public relations scholars Benton Danner and Spiro Kiousis provide us with a “taxonomy of means and ends” that charts the possibilities in four categories.
1. You can engage in ethically justifiable p
ersuasive acts in an ethical manner (good ends, good means). This type of act occurs in two manifestations:
• A morally permissible act: One in which the moral agent is neither required by ethics to perform the act nor prohibited ethically from performing the act; that is, to perform the action is moral and to not perform it is also moral.
• A morally obligatory act: An act that the agent has a moral obligation to perform. You can engage in persuasion that is ethically unjustified, but do so in an ethically proper manner (bad ends, good means). Although you could argue that the means justify the ends, you would be on shaky moral ground.
3. You could engage in unethical tactics of persuasion in a persuasive act that is itself morally justified (bad means, good ends). Because you are using morally suspect means to achieve a good end, you might be able to argue for the ethicality of the entire act; however, the questionable tactics would taint your achievement.
4. Neither the persuasive act itself nor the means employed in persuasion are morally permissible (bad means, bad ends). Acts in this category will always be morally prohibited. To summarize:
• When the means and ends of a persuasive act are each morally sound, the overall act will be ethical. The act may be either ethically permissible (that is, ethics permits one to perform the act) or ethically obligatory (that is, ethics requires that one perform the act).
• When the persuasive means are unethical but the ends sought are ethically justified, the ethicality of the act as a whole isn’t as clear. The justification for using unethical means would have to be a strong one.
• When the means are ethical and the ends are not justified, an argument can be logically made in defense of the act, but bad ends are rarely justifiable.
• When both the means and the ends of persuasion are ethically unjustifiable, then the persuasive act itself is unethical (that is, it would be unethical to perform the act).